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    Title: 品牌行銷與品質管理之成本效益模式的發展
    Other Titles: The development of cost/benefit model for brand marketing and quality management
    Authors: 陳盈如;Chen, Ying-Ju
    Contributors: 淡江大學管理科學研究所碩士班
    李旭華;Lee, Hua-Jua
    Keywords: 品牌行銷;品質管理;品牌收益;品牌價值;口碑;市場佔有率;Brand Marketing;Quality Management;Brand Profit;Brand Value;Word of Mouth;market share
    Date: 2011
    Issue Date: 2011-12-28 18:15:26 (UTC+8)
    Abstract: 本研究主要是探討投資於品牌行銷與品質管理之成本效益的模型發展,藉由分析投資於品牌行銷與品質管理所能產生的預期投資報酬,將投資於品牌行銷與品質管理廣泛的衡量,並且量化,分析投資於品牌行銷與品質管理產生之效益的關係,用模型提供企業決策者決定投資計畫。企業往往利用品牌行銷追求企業的品牌知名度、品牌滿意度及品牌忠誠度的提升,進而提高購買意願與市場佔有率,增加顧客需求量與市場佔有率,相對的企業可利用高品質管理,達到降低不良率提升顧客滿意度。

    將品牌與品質相結合發展的投資模式為架構,並且探討品牌行銷與品質管理相結合之聯結模式,可幫助研究者與企業界發展並應用品牌行銷與品質管理與效益面相結合之理論與實務。最後舉數值例子分析,用以獲得本研究的投資模式的最佳解。說明本研究主題之意義與驗證結果,獲得之具體結果,可作為後續研究及實務應用之參考。
    In this research, the cost and benefit model can be developed to study for the investments in brand marketing and quality management. The relationship between brand marketing and quality management can be measured and analyzed to obtain the expected investment return on the investments in brand marketing and quality management and provide the modeling information for decision making. Through the brand marketing, the enterprise can promote brand awareness, brand satisfaction and brand loyalty, and hence increase purchase intention and market share so that both the customer demand and brand profit can be increased. On the other hand, the enterprise invests in quality management to reduce defective rate, which can be also linked to the purchase intention. The structure of investment model to link brand marketing and quality management can be used, and thus he relevant cost and benefit will be presented to combine the investment in brand marketing and the investment in quality management with relevant performance and financial results.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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